Study the most successful salespeople and entrepreneurs in the
world, and you'll quickly discover their sales secret: They
learn with their minds and sell with their hearts. They go into
each sale with a clear objective and ask questions that move them
naturally in that direction. They have no need for clever acronyms
or techniques (which are almost always more confusing than
convincing). They simply ask whatever will get them closest to
their objective.

The best way to emulate these successful salespeople is to sell
from the heart: by asking questions in an easy, conversational
style that lets prospects know they're being listened to.
Exactly what and how you ask is up to you. Just remember, questions
can help you get the sale in three important ways:

1. Questions give you
information. In real (i.e., nonselling) life, you
wouldn't just walk up to a stranger and start talking to him or
her. Yet that's what many salespeople do: They come into a
place of business, introduce themselves and then take that
"let me tell you what we do and how much I know"
attitude. A more natural, effective approach is to start by asking
background questions to get information and insights into that
particular customer and company. Typical background questions
include:

What are your goals for the next year? For the next five
years?

Can you describe some of the challenges you're currently
facing to achieve those goals?

What differentiates your company from the competition?

What are some of the customer strategies you're putting in
place to build your business?

How can I become your most valued supplier?

2. Questions help you
qualify. Every question you ask is a qualifying question
(including the ones above). There are, of course, basic questions
that uncover needs, time frame, budget and decision-makers. But all
your questions should be designed to help you determine whether
your product or service is right for the particular prospect.
(That's what qualifying is all about, isn't it?) Qualifying
questions help you understand the uniqueness of each prospect. Take
notes so you can document key points and pick up what's most
important. Closing isn't difficult when it's a natural
extension of your relationship with a prospect, based on your
understanding of the benefits your product or service can provide
that person.

3. Questions get them
talking. A salesperson is really part detective, part
scientist, part psychiatrist and part reporter all rolled into one.
You gather facts and delve for emotions, and the only way to do
that is by getting your prospects to open up and start talking.
Elaborating strategies can help you go beneath the surface. The
deeper you go, the stronger your foundation for offering customized
solutions. A good way to get reluctant talkers talking is by asking
questions like:

Can you give an example of . . . ?

Could you describe . . . ?

Can you take me through the process of.?

Could you expand on.?

Tell me more about.?

In sales, the beginner is the expert and the expert is, in
actuality, the beginner. The beginner always asks questions and
always wants to learn. The poor sales rep works from a closed mind.
He thinks he knows everything there is to know and doesn't ask
the detailed questions. He spits out his presentation. He becomes
an expert at product knowledge but a beginner in understanding
customer's needs. The smart salesperson always asks, "How
can I improve my relationships? What should I ask to get the
information I need and find out how I can serve my customers
better?" Only by gathering information to build a foundation
will the presentation stand by itself.